01 . 1. Social change
Fast information Background 00 01 02 03 04 05 06 US Airways crash ▪ The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident. ▪ The pictures traveled around the world in only a couple of minutes.

01 . 3. Evolution from
blogging to Twitter Background 00 01 02 03 04 05 06 It’s just like… … only that… A blog post… … you can only use 140 characters Updating one’s Facebook status… … it is visible on innumerable media A big chat… … you choose who you follow An instant messaging service… … it is public and archived on the Web [which allows for scanning the posted information]

01 .4. Where is Twitter
within the social media landscape? A less known, but promising service Background 00 01 02 03 04 05 06 Number of users in the USA and growth in 2008 vs. 2009 Source: Nielsen Online Number of unique users in millions Growth 2008–2009

01 .4. Where is Twitter
within the social media landscape? But a service adopted by a powerful niche group Background 00 01 02 03 04 05 06

02 .1. Presenting Twitter Twitter
in a nutshell 00 01 02 03 04 05 06 A means of communication A place to share and consume information A new real-time search engine A service for Web users A discussion forum A tool for listening and analyzing A traffic generator A means to meet new people and to create new connections A means to talk about what you are doing right now Twitter is:

02 . 1. Presenting Twitter
Twitter in a nutshell 00 01 02 03 04 05 06 Automatically posted from your blog’s RSS feed Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet) Posted as a response to someone (@username) Posted as a response to someone, with only this person being able to see the message (DM or direct message) Message types

Who is not on Twitter?
02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Twitter is not yet a media used by the general public

02 .1. Presenting Twitter Twitter
in a nutshell 00 01 02 03 04 05 06 Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process Twitter is a new means of communication It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers Why is Twitter so relevant? But most of all because:

02 . 2. Types of
Twitter profiles followers following Twitter in a nutshell 00 01 02 03 04 05 06 When you sign up, your follower, following and community rates are low Beginners community persons who follow you persons you follow

02 .6. What do people
talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 Personal matters… On Twitter you can say what you are doing…

02 .6. What do people
talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 … or professional ones! … Twitter is most of all a tool to ask and answer questions

02 .6. What do people
talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 About your brands…

02 .6. What do people
talk about on Twitter? Conversation topics 15% marketing 56% job-related 28% personal Twitter in a nutshell 00 01 02 03 04 05 06 Be it private or professional: people talk about topics that interest their community

03 .2. Activity on Twitter?
21% of users have never posted content 50% of users have not posted content in the last 7 days 94% of users have less than 100 followers 5% of users generate 75% of activity (10% generate 86%) Still not dynamic enough Twitter in numbers 00 01 02 03 04 05 06

03 .3. Who is on
Twitter? Twitter = influencers? A minority followed by the majority of users Source: Hubspot Twitter in numbers 00 01 02 03 04 05 06

04 .3. PR http://monitter.com/ Monitter
Twitter and business 00 01 02 03 04 05 06 Or real time, with different clients Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said about you, but also for managing different Twitter accounts simultaneously.

04 .5. Customer service Why?
Twitter and business 00 01 02 03 04 05 06 Make a target with high added value loyal (influencers) Avoid bad buzz (people who are on Twitter are active elsewhere) Save money How? Create a special customer account Be reactive and available

04 .5. Customer service The
Comcast case Twitter and business 00 01 02 03 04 05 06 Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.

04 .6. Sales Why? Twitter
and business 00 01 02 03 04 05 06 Unite an existing community Make customers loyal Find new clients (through targeted searches on keywords) How? Play on the immediateness of Twitter for fast sales Play on the “pre-launch” effect for the community

04 .6. Sales Accessible to
small entities Twitter and business 00 01 02 03 04 05 06 No software No subscription d’abonnement No need to have an existing data base http://Twitter.com/albionsoven

04 .7. Viral game Twitter
and business 00 01 02 03 04 05 06 Why? Gather existing and influential communities Create a database of customers who are highly relevant for your brand Find new clients How? Create a link between a website/blog and Twitter Be interactive with your target

04 .7. Viral game Over
2,700 followers Creating an opt-in data base of opinion leaders Engaging participants Twitter and business 00 01 02 03 04 05 06 ▪ Objective: obtain a maximum of points by answering questions as fast as possible ▪ Participation: sign up on 2018blog.com (creating a qualified opt-in data base) ▪ Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible

04 .8. Conference and tradeshow
Twitter and business 00 01 02 03 04 05 06 Why? Promote an event and raise the number of participants Get influencers’ attention Offer “live” information for those who can’t attend and make them want to participate the next time How? Involve people in the event’s creation Talk about the event in real time

04 .8. Conference and tradeshow
The L’Oréal Festival Twitter and business 00 01 02 03 04 05 06 Results: 2,181 followers <ul><ul><li>Objectives: </li></ul></ul><ul><ul><li>▪ Preempt a new media (Twitter) to be part of the conversation about a key event </li></ul></ul><ul><ul><li>▪ Attract influencer attention (online media and bloggers) </li></ul></ul><ul><ul><li>▪ Offer live information to those who can’t attend the show </li></ul></ul><ul><ul><li>▪ Create links with Twitter communities and get people talking about it </li></ul></ul>

04 .10. An option, not
a strategy “ Twitter is a link in the communication chain, not a strategy in itself.” Twitter and business 00 01 02 03 04 05 06 Grégory Pouy Vanksen Communication Director

04 .10. An option, not
a strategy Twitter and business 00 01 02 03 04 05 06 Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.

05 .6. How to gather
followers Twitter: optimize your presence 00 01 02 03 04 05 06 Follow people who are likely to follow you Take part in the conversation (blogs, forums, etc.) Communicate on your Twitter account: integrate Twitter into your website and place a link to your account on your Facebook fan page, in your email signature, etc. Follow influencers in your domain (followfriday, tweeterio, etc.) Follow those who talk about you (using monitter, twollow, etc.) Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you 1 2 3 4 5 6

05 .7. What are the
structural implications? Invest a little time every day Twitter: optimize your presence 00 01 02 03 04 05 06 No need to have a dedicated person in the beginning Use tools permitting for the management of accounts by teams

06 .1. Twitter tips and
tricks Twitter: a brainteaser? 00 01 02 03 04 05 06 Always tweet with @yourname and leave space for retweets Answer all your @ (responses) PLEASE do not automatically answer DM (direct messages) Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal information), do not only speak about yourself Do not become THIS person (default avatar) Some useful tips

06 .1. Twitter tips and
tricks Twitter: a brainteaser? 01 02 03 04 05 06 Thinking that Twitter is like email and spamming your followers Using Twitter for personal promotion only Not paying attention to what you post Not answering questions you are asked Publishing information irregularly Not personalizing your profile Mistakes to avoid